xxiii signified are work together, but this distinction is needed for the purpose of analysis in order
to see how the sign works. 1982: 118
2. Iconic, Indexical, and Symbolic Signs
Iconic, indexical, and symbolic signs are the form of signs. Semiotic analysis needs them to discover the meaning of the advertisement. Gillian Dyer in the same book sources
“Advertising as Communication” has said that advertisement, especially printed advertisement is a kind of photographic product or photographic image. “Photographic images
look like the representation of thing, place, or person”. This makes them iconic signs, where the relationship of signifier-signified is similarity. A portrait of person is an obvious example
of an iconic sign, because the picture is similar to that person. 1982:124 Some signs work beyond the real or natural meaning and are used in indexical way to
indicate a further or additional meaning to the obviously signified. For example, the costume a person is wearing may describe iconically the style of dress worn by a person or character in
an advertisement, but in the same time it also describes indexically for a social position or profession. 1982: 124
The relationship between signifier and signified in some signs is arbitrary. It can be said that signifier does not cause the signified, but it is related to it by convention or “contract”.
This type of sign is called symbol. Nevertheless, some of symbols used to communicate meaning or idea are not completely arbitrary, for example the symbol of justice—a pair of
scales—cannot be replaced by any other symbols. 1982: 125 This explanation is strengthened by Williamson in “Decoding Advertisements”, she has
said that “a product and imageemotion linked in our minds, while the process of linking is
xxiv very unconscious” 1979: 30. It means that there is something another meaning beyond the
real visual of an advertisement.
3. Denotation and Connotation
The works of semiotic analysis cannot be separated from the function of Denotation and Connotation. They refer to first and second level of meaning in a sign. The term of denotation
refers to the factual meaning of a sign; something that is presented objectively, it is easily recognized and identified. Oppositely, connotation refers to meaning which is positioned
beyond denotation but it is dependent on it. Dyer has explained that “connotative readings of a sign are introduced by the reader beyond the literal meaning of a sign and activated by the
meaning of conventions or codes”. 1982:128 Barthes in Dyer has said that signified of connotation in advertising photography works
in the domain of ideology which is existed in the society. The signified cannot be single meaning but based on the society and the history where the signifier of connotation may use. It
can be said that advertisement as a means of representation and meaning constructs ideology within themselves through the intervention of external codes, which are located in the society
since the ad use images, notions, concepts, myths, etc that already available in the culture. 1982: 129-130
4. Codes
